"Never mind the fact that the iPod turned the entire music industry on its head. Never mind the fact that most successful notebooks today resemble designs first popularized by Apple. Never mind the fact that the blueprint of the modern day smartphone remains the original iPhone. Never mind the fact that competitors are scrambling wildly to copy the success and design of the iPad. Forget all of these things, because when it comes to Apple, the 'what have you done for me lately?' mentality reigns supreme."

For the sake of reality in using my iPhone 4s...when I am viewing an hour long hi def concert video, say from the archives of the Berlin Phil's Digital Concert Hall (one of the most tech savvy video/audio offerings available), I am watching in full screen with no interest in multi-tasking while the video is playing. So, it is probably a good idea to avoid hyping that 'feature' when it really has little relevance to use patterns for everyone.

I will agree when im watching full films i will watch them full screen, for some tv shows (especially the ones ive seen before) i will put it in a window, i will also watch info type videos and it's really handy to have it multitasking.

So for example watching a video on development, whilst taking notes about the video im watching,

Watching a tv programme and instead of having to keep switching in and out to SMS to friends i can multitask, these are all real world and all very useful.

I will agree when im watching full films i will watch them full screen, for some tv shows (especially the ones ive seen before) i will put it in a window, i will also watch info type videos and it's really handy to have it multitasking.

So for example watching a video on development, whilst taking notes about the video im watching,

Watching a tv programme and instead of having to keep switching in and out to SMS to friends i can multitask, these are all real world and all very useful.

But not relevant for many others with different use preferences...therefore not missed...I'm more concerned with the quality of the video/app/document I'm focusing on and the consistency of staying current with system updates and app updates..both are brain dead simple on IOS.